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Fernando Cruz has extensive work experience in the sales and management field. Fernando is currently the Head of Sales Europe - Focus Markets at tesa, where they lead a team and focuses on market segments such as Appliances, Aerospace, Energy Management, and Smart Cards. Prior to this role, they were the Key Accounts Manager Appliances EU, responsible for repositioning tesa as a leader supplier of adhesive tapes in the Appliance industry in Europe.

Before their current position, Fernando held several roles at tesa Italia, including Country Manager in Italy, where they focused on increasing profitability and growing the top line. Fernando also served as the Country Manager in Mexico, where they accelerated the topline growth and professionalized the sales force. Additionally, they were a Regional Market Manager, responsible for formulating the commercial strategy for the Latam region and coordinating marketing activities.

Earlier in their career, Fernando worked at Beiersdorf S.A as the Marketing Groupper for the tesa Division, where they were responsible for sales and margin management.

Overall, Fernando Cruz has a strong background in sales leadership, strategy formulation, and profitability growth.

Fernando Cruz completed their high school education at Colegio Aleman de Cali (German School Cali) from 1976 to 1989. Fernando then pursued a Bachelor of Business Administration (B.B.A.) degree at Universidad ICESI from 1989 to 1994. Later, from 1997 to 1998, they attended Universitat de Barcelona and obtained an MBA degree in Business Administration.